SE4 EP46: 'Our Story of Independence' Eric Bandholz, Beardbrand • Klaviyo:BOS

Our final KlaviyoBOS interview was with Eric Bandholz, the founder of men’s grooming company, Beardbrand. Eric shared marketing strategies that helped him scale his brand and discussed how embracing owned marketing has helped him build a thriving business off Amazon. 

Here is a summary of what was discussed: 

• They are bootstrapped and decided to be creative in order to drive traffic through
• YouTube is Beardbrand's major top of funnel traffic source with 1 million subscribers and just over 1,000 episodes so far.
• They nurture traffic with mid-of-funnel and bottom-of-funnel retargeting
• YouTube is not looking for high production content - they are looking for authenticity
• BeardBrand Alliance - is a new YouTube channel that they intend posting only 'How to' videos
• Eric is an embodiment of the brand, he is passionate about telling their story 
• They are also in bricks-and-mortar stores but not on Amazon, eBay or Jet.
• No traffic source generates over 25% of sales
• Email acquisition is a central focal point
• Email marketing accounts for 15% of sales and they set up their automated flows since 2015

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